Challenge

Google believed that greater digital advertising would be made if creative teams understood code. But many creatives find programming unfamiliar or intimidating.

Strategy

A small amount of incentivised learning can build behaviours which overcome such barriers. We needed creatives to find for themselves how easy programming can be.

Idea

Code yourself a drink at Bar Code, on the Google Beach at Cannes Lions. Solve a simple programming challenge using intelligent wooden blocks, which automatically sends your drink order off once you’re done.

1,000 people successfully completed a coding challenge - almost all for the very first time.